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Chapter 4
A Sense of Design: The Embedded Motives
of Nature, Culture, and Future
Yukari Nagai
Abstract To identify the meaning of the advanced design of the twenty-first
century, this paper extracts embedded senses—nature, culture, and future—that
activate design in society. To identify nature-related social motives that challenge
design from a deeply emotional level, sustainability regarding extinct animals is
first considered from a perspective that considers the whole environment. Second,
the sense of culture is discussed in connection with designed products including
abstract paintings. This shows the paradox of the self-organization system between
humans and products. Openness is identified as the social motive from a cultural
perspective. Third, a socially innovative design perspective is used to point out
future subjects. This aspect shows reasons for the expectations of the deep design
thinker who leads design discourse into social innovation from an ethical view-
point, which are social motives for the sense of future. A discussion of these three
aspects is used to determine the vital structure of the new meaning of design. Based
on the discussion, characteristics of design creativity are presented while the role of
academics in advanced design is explored.
Keywords Creativity • Deep design thinking • Design • Sense of culture • Sense of
future • Sense of nature
4.1
Introduction
4.1.1 View of Advanced Design
The purpose of this chapter is to find a new meaning for creativity in advanced
design. The meaning of creativity in advanced design is explained with an inside
focus (namely, an “inner sense”), rather than the outside focus that commonly
influences design process goals employed in definitions of conventional design
appreciation or ability to comprehend the external world. It is inferred that an inner
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